We created a hapless news reporter who – while covering the World Cup – was always in the wrong place at the wrong time. Our first segment depicted the reporter in Cuzco, two days before the tournament’s official opening. Clearly, our character was someone out-of-step with the news of the day.

Our videos were created with specific cues making them easily found via search and other Web discovery vehicles (social, etc.). Our intention was to have them picked up and passed on. (Which they were: the “stories” were quickly picked up and promoted through various media outlets, including football shows, and on major radio stations). Interactive banners allowed users the chance to put a “voodoo hex” on our reporter to ensure he continued his wayward reporting. An extensive social media effort (which included Twittering jokes around our brand position), kept the campaign top-of-mind throughout the tournament.

Our reporter and his message of fun resonated with Colombians:•Ad awareness increased from 9 to 20 points, achieving the same level as Coca-Cola, who was a global sponsor of the World Cup.•81% of Colombians talked about the campaign with friends, family and colleagues.

•48% of consumers forwarded the ads to broader contact lists.•Web site hits totaled more than 6.5 million during the World Cup.• Videos viewed more than 6 million times on YouTube.•Facebook Groups: More than 70 concerning our reporter with more than 250,000 (total members)•Television appearances generated more than $500,000 in free media.